Fit is as or more important than brand.
Some shops can measure you for
Others look at you when you walk in
for fit .
Spend winter researching fit as well as brand.
Several options:
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Gotta look good to “you”
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If know your frame size, a used one on CL & have it fit for you at LBS.
**
Go used or entry level, ride it a while
then upgrade after you know more your needs & wants.
**
Carbon is typically smoother
**
Figure you will change/upgrade some parts as you put on miles,
A good fitting frame can get upgraded over time

Have fun